Own a Family Business? Achieve Marketing Results: Some Simple Steps
by: DrMarcR.Dussault |
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If you have a family owned and operated business, you probably already know that the bigger companies have plenty of advantages over you. However, what about the advantages you possess over them? There are lots of ways that you as a small, family owned business can get the edge over your competition every day. One way you can do this is through your sales and marketing. You have a great deal to offer versus your competitors when it comes to sales and marketing. How so?
If you think about sales and marketing, you might be surprised to realise that you have the same advantages a larger company does. In addition, you may have several more. Simply because of the way you are set up, you can do things a bigger company can't. If they try, they'll look silly or at the very least be inefficient. Take a look at a few things you can do to take advantage of your own special edge, and this should give you a good place to start.
Make Sure Folks Know Where You're From
If your business is family owned and operated, you have a story to tell. (Just because your family is tired of hearing it doesn't mean other people will be). Take a moment to write a page or two about how you or your family got started in this business and some of the problems you've faced and taken care of along the way. People love to hear stories, and if you can provide them on DVD or CD, all the better. Dust your creative muscles off and start exercising them.
What Is It That Makes You Special?
In this day and age, many people feel insecure about their work and don't know if their company has any loyalty to them. So let people know about how you operate. Do you always promote from within? Maybe you have always looked out for your employees. Show everyone how different you are from the colder corporate world, and you can bet that you'll see some customer and employee loyalty.
Get Real and Be Proud
You might see it as a disadvantage, but if you're a family business, represent yourself as one. Be real and don't pretend to be somebody you're not. Put the fact that you are a family-owned business into your corporate slogan, logo, advertising, etc. Be proud of the fact that you're a family-owned business. Let people know how long you've been in business, too. This establishes a relationship with your community and help them establish a picture of you that they can be familiar with and comfortable with.
Give and Take Credit When Deserved
This is another area where today's corporate world falls short. If someone has done especially amazing things to help you get where you are, say so. Make a point of recognising the people who have made your company so successful. Of course, you can put the spotlight on upper management, but be aware that the people that get the bulk of your work done are likely the lower level employees. Make sure those folks get noticed too. This will help your customers know that you care about the people that work for you, top to bottom.
For many people, a family oriented business is something to be proud of. So if this is who you are, what are you waiting for? Get the word out: take advantage of the advertising that is possible for you and no one else.
About the Author
Author: Dr Marc R. Dussault reveals extensive knowledge about family succession in order for you to know how to safeguard your company on the homepage about family succession.
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